Samsung Electronics Australia leveraged its partnership with Netball Australia through a new campaign called ‘Back in the Game’: this content and experience series was developed in harness with the sport’s governing body and a set of athlete ambassadors and it aims to empower and motivate Australian women to defy the daily barriers that stand between them and their health and wellness.
Launched in late August to leverage spiking netball interest as the Super Netball season reaches a climax with the championships decider between the West Coast fever and the SC Lightening and ahead of the 2018 International Test Series against New Zealand, the campaign was spearheaded by a lead spot called ‘Call To Arms’.
This debut video features stars from Samsung’s netball endorser stable: including Laura Geitz, Caitlin Bassett, and Sharni Layton.
Click To View ‘Call To Arms’ Spot.
The series as a whole focuses on fitness, nutrition and well-being: linking these factors with the objective of getting back into their game: whether it’s coming back from having a baby, or changing careers or beginning something new.
The campaign was developed in collaboration between the brand, the rights-holder, creative agency Leo Burnett Sydney and production company Infinity Squared.
It includes content that spans everything from workouts and advice to recipes.
The content and experience series offers a host of short, digestible materials that can encourage action anytime, anywhere, be it at home, during a lunch break, or at sports training. Back in the Game consists of fitness and nutrition content that demonstrates how Samsung technologies, such as wearables, home theatre, home appliances and mobile devices, can help Australians take control of their health and fitness by reconnecting with sport.
In addition to the lead commercial, other spots in the series include a 30-second TVC created and partnership with Women’s Health, plus sponsorship of the Women in Sport Awards (WinS) and partnering on the Women’s Health Australia ‘Uninterrupted’ podcast.
The campaign is anchored around Samsung’s ‘Back in the Game’ content hub here at .
https://www.samsung.com/au/netball/
‘Back in the Game’ is designed to link elite Australian sports stars with fans across the country in order to promote and share experiences that encourage active lifestyles.
“We are thrilled to continue working with Laura, Caitlin and Sharni as expert coaches and immensely respected leaders who inspire and inform audiences on fitness, nutrition and how to operate at your personal best,” explained Samsung Australia CMO Josh Grace.
“As a brand, we are committed to working with our partners and developing technology in order to help Australians break barriers in their daily lives and learn more about how they can better manage their fitness and well-being,” Garce continued.
“Life can sometimes get in the way and health, fitness and nutrition too often get pushed down the list of daily priorities. Through Back in the Game, Samsung is proud to provide tools to not only help women re-engage with fitness, nutrition and their wellbeing, but equip them with the knowledge and motivation to reach the top of their game.”
The initiative saw Samsung Electronics Australia develop the campaign with creative agency Leo Burnett and production company Infinity Squared, with public relations handled by Edelman Public Relations and media by Starcom.
Comment:
Supporting by season-long, ongoing activations such as ‘Samsung Hacks’,
Kim Green from the @GIANTS_Netball is one of the best passers in world netball, watch her showcase a cheeky way to get the ball around a defender and into the goalers. pic.twitter.com/ELCtsuVCPd
— Netball Australia (@NetballAust) August 13, 2018
this campaign builds on the momentum of Samsung’s previous ‘The Ad I Was Supposed To Make’ (see case study), ‘Rethink Role Models’
https://www.youtube.com/watch?v=1nsyIw0k_Iw
and ‘Train Like a Diamond’ (see case study) campaigns.
All of which aimed to encourage Australian women to get back into their game by providing them with both emotional inspiration, role models and relevant fitness tools – all enabled by Samsung smartphone and wearable technology.
Other sponsor activations around the season ending championship decider
Congratulations to @sc_lightning who won their second national championship, and particular congratulations to MVP and Samsung Ambassador @CBassNetball! pic.twitter.com/e2lgsiM18X
— Samsung Australia (@SamsungAU) August 27, 2018
included an initiative between Netball Australia and Almond Breeze.
Netball Australia & @AlmondBreeze caught-up with two of Australia’s leading netballers to discuss what it takes both on, and off the court, to compete at the elite level and how they breeze through their days.
Read: | https://t.co/3ejZ1C1Vpz pic.twitter.com/JGmfrZ6UYF
— Netball Australia (@NetballAust) August 22, 2018
While Samsung is simultaneously leveraging its AFL sponsorship rights to run a parallel ‘AFL RiVals’ sports campaign in Australia to promote its QLED TV series.
What goes through Isaac Smith’s head in those heartbreaking moments? Watch the full video. #QLEDTV
— Samsung Australia (@SamsungAU) August 11, 2018
Links:
Samsung Australia
https://www.facebook.com/SamsungAU
https://www.instagram.com/samsungau/
https://www.youtube.com/user/Samsungtvaustralia
Leo Burnett
https://www.leoburnett.com.au/
Netball Australia
https://www.facebook.com/NetballAust/
https://twitter.com/netballaust
https://www.instagram.com/netballaust/
https://www.youtube.com/user/NetballAustralia
https://www.facebook.com/AussieDiamonds/
https://twitter.com/aussiediamonds/
